How do you make the sustainable choice the normal choice? For Petra van der Aa, it starts — and ends — with the consumer. As Consumer Advocate for Energy and Sustainability at the Dutch Consumer Association (Consumentenbond), Petra represents consumer interests in the shift toward a more sustainable future. Her ambition is clear: sustainability should not feel like the exception. It should be the default. With a background as a PhD researcher and extensive experience leading research and content strategy teams, Petra brings analytical depth and a sharp eye for evidence. But she doesn’t stop at insight. She turns knowledge into action — connecting science, policy and everyday practice so consumers can make informed, confident decisions.

At Plant FWD, Petra will zoom in on balanced proteins and blended products. What builds trust? Clear communication. Demonstrated health benefits. Familiar formats that fit seamlessly into daily life. Because the protein transition only works if consumers come along. And stay on board.

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